Why Probabilistic Is a Better Foundation for Global Marketers

By Aaron Jackson, Chief Growth Officer at Eyeota This article is sponsored by Eyeota. The United States stands alone when it comes to its insistence on a predominantly deterministic approach to data-driven marketing. Because of that, the ongoing shifts in the privacy landscape – from Apple’s IDFA deprecation to Google’s third-party cookie shutdown and beyond – are putting an undue amount of stress on US marketers’ go-forward strategic plans. It’s time for marketers to pivot to a global mentality when it comes to the balance of deterministic vs. probabilistic data…

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What It Will Take To Foster A Responsible Media Ecosystem

By Ross Nicol, VP EMEA, Zefr This article is sponsored by Zefr. The Global Alliance of Responsible Media (GARM) suitability standards represent a sea change for the industry. To this point, polarizing opinions about what counts as appropriate content created debilitating and often damaging confusion. This became especially apparent in the use of blunt keyword blocking tactics that created false positives and curbed opportunities on all sides: cutting campaign reach for buyers and revenue for quality publishers. While the industry consensus is that blunt keyword approaches are antiquated, there has…

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An Open Letter to the Gods of CTV

This article is sponsored by HUMAN. To Whom it May Concern: First of all, let us say that we’re big fans of your work. That thing you did earlier this spring with the WandaVision ending? Awesome. And we’re still talking about Orange is the New Black, and that’s been over for ages (at least in TV terms, that is). So, know that this comes from a place of love. But we wanted to ask if you could, y’know, help us out a little bit here. As cool as CTV has…

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5 Tips for Brands as the Ecommerce Acceleration Transforms Marketing

This article is sponsored by Criteo. Since mandated quarantines and reduced in-store shopping first became our reality early in 2020, global ecommerce has experienced a rapid rise. There have been millions of first-time ecommerce buyers, and as consumers have become accustomed to the convenience of the e-commerce experience, it is likely the new shopping behaviors they have adopted will stick. For marketers, this has created an urgent need to prioritize ecommerce and to adapt age-old promotion strategies, so they can continue to reach shoppers and drive growth. To keep up…

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4 Questions Driving the Future of Identity Without Third-Party Cookies

This article is sponsored by Oracle. If you spent most of 2020 counting down the days until 2021, then you’re not alone. For marketers, and almost everyone else for that matter, 2021 represents a hopeful restart – a potential shift back to normalcy, where budgets return to their pre-pandemic levels, plans are executed at a normal pace, and brands can begin to act on new ideas to recoup their losses from the last year.  While it’s true that 2021 may indeed bring all these things, it will also bring a…

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3 Lingering Myths About the Streaming Ad Opportunity

This article is sponsored by Tubi. Over the last few years, streaming has become a cultural force – changing the way entire segments of the population navigate and consume TV. Seventy-nine percent of people now report using streaming services to watch TV, according to a recent MRI Simmons Cord Evolution Study. Another study by eMarketer reported that 2.5 billion hours were streamed last year in 2020 – equivalent to a 1.9x increase year-over-year. Yet, despite its vast potential as an emerging advertising platform for brands and marketers, streaming ad spend…

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3 Ways To Make OTT And CTV More Accessible

This article is sponsored by Verizon Media. The future of television is here, and it’s evolving by the day. That’s the narrative you’ve likely heard if you’re following the emerging market for over-the-top video (OTT) and connected television (CTV). Both have seen meteoric growth in 2020, with CTV advertising spend in the United States up 25% and revenue from advertising-based video-on-demand services (AVOD) up 31% according to eMarketer. However, while revenue may be on the rise, advertiser adoption is not as widespread or evenly distributed as one might expect. A…

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Heading: As Advertisement Spending Falls, Savvy Marketers Turn Focus To Optimizing Cross-Platform Reach

This post is actually funded through Moat through Oracle Data Cloud. The worldwide pandemic of 2020 has actually possessed extensive financial results– along with couple of fields saved coming from the demand for simple modification. The tv marketing market, for one, has actually currently viewed domestic purchases add to the 1st rise in standard tv viewership considering that 2012. Beforehand investing for the 2020-21 time was actually $ 7 billion a lot less than earlier forecasted through eMarketer. This considerable decline in costs shows a bothersome void in marketer technique…

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